One of the most efficient ways to reach out to your target market is with a strong email marketing strategy. But why? Simple – your email list is yours, meaning it’s more reliable than followers and fans on social media. It also has one of the highest conversion rates in digital media.
You simply must build your email marketing strategy if you want to succeed in business.
You might have heard that “email marketing is dead” or “social media is king.” So it may come as a surprise that email marketing is very much alive and kicking. Email marketing is so strong in fact that people are much more likely to use email when communicating with brands than their Facebook, Instagram, or Twitter page.
But what skills are needed to achieve a high click-through rate (CTR) or lower unsubscribe rate? Is it the visual design of the email? The frequency with which you send them? Fortunately for writers, the biggest factor behind a successful email is the copywriting that goes into it. This is the subject line, the copy and the call-to-action (CTA).
Ready to start converting? Follow this comprehensive guide to email marketing success.
1. Offer Something New with Your Subject Lines
You may believe you’re providing your email subscribers with an offer they have never seen before, but they’re probably also subscribed to several other companies and websites like yours. So try not to repeat what everyone else is doing, or apply any expert-recommended “winning headline formulas”. The recipient will take it as just another sales email promoting a product or service they can do without.
SendGrid recommends writing a subject line with strong action verbs (accomplish, create, maximize, solve, execute, spearhead) and adapting a pun or saying to the language used in your niche – both of these will improve your CTR and put a smile on the faces of your subscribers before they’ve even opened the email!
2. Be Their Savior – It’s What Most People Are Looking For
If you truly want your audience to identify with what you’re selling or offering, talk to them about their pain points, calm their fears and make them feel like you’re the solution to all of their problems.
In fact, it’s these pain points that HubSpot recommends you focus on when reaching out to another business. Find ways to segment your email list by different needs so you can offer specific solutions to customers depending on the exact problem they are dealing with. If your email happens to hit a prospect at the same time they were looking for a savior, you’ll have a new contract on your hands.
3. Reach Out and Touch Their Emotions with Storytelling
Some experts say that storytelling is “in” these days. The truth is: storytelling has always been in; it is not just a craze that marketing discovered. Storytelling is what you use to build trust with your customer by helping them understand what you’re offering.
Marketer and storyteller Russell Brunson explains that the only way to make a story work for your brand is to have an excellent hook. This is the convincing element that people will identify with and share among their friends.
In one example, he reminds us of Drew Manning, a personal trainer who decided to get fat just so that he could get fit again and show people it was possible. Thanks to this hook, Drew Manning now makes millions as a fitness expert.
4. Keep the Copy Short and Digestible
Making each word count is crucial for an effective email marketing strategy because many who open your emails will only give you one shot at convincing them to do it again. And, as many experts repeatedly tell us, it is best to keep your sentences short and your paragraphs shorter to keep your readers’ attention until the end of your copy.
It’s also important to keep an eye on the total word count if you actually want the customer to get to the CTA. This is especially true if you haven’t added enough images and/or bullet points. Say what you need in fewer words, keep the quality high, and you will have your customers eagerly awaiting your next email.
5. Think Like a Salesperson – But Don’t Speak Like One
Treating people like you’re a cashier standing behind a cash register isn’t the best strategy when selling to them, especially when you’re speaking to them within the intimacy of their email inbox.
When you’re addressing your recipient, make it personal! Address them as “you”, don’t pitch hard at them like you’re selling them an insurance policy, and certainly don’t talk like you’re a robot.
Are you an individual? Great! Say “I” instead of “We.” Recommend products or services based on preferences, not just because you are selling an item. Let them know that some of your products or services aren’t as good as others that you offer. Be honest. Don’t be afraid to admit you’re not perfect.
6. Be Consistent with Your Language and Content
It doesn’t hurt to revamp your designs and copy every so often, but don’t go overboard with your changes and new looks. Consumers love what they’ve grown familiar with. People want to hear from you or your company after building a relationship with them, but they will feel out of place if suddenly you’re sending them alternative content or treating them differently from how you used to.
Besides being consistent, you must also be relevant. Campaign Monitor believes you should keep your content as relevant as possible: some people love it when you hit them with extremely personalized content, like when Airbnb welcomes you to a specific destination. This type of content, as well as doing it with consistent language and style, will ensure your relationship with the recipient grows into something special.
A strong, consistent content strategy requires dedication and care. It might make sense for you to hire a content marketing manager who can keep everything running smoothly and take the time to really engage with your audience.
7. Make the Most Out of Effective CTAs
Tread carefully when directing your customers towards the final page – the sales URL, where they finally make the purchase (or not). This is one of the most significant steps in which entrepreneurs and companies fail to convince customers to pull out their credit cards and buy a product or service: the call-to-action.
Quick Sprout suggests that you watch the language you’re using on your call-to-action: “Buy Now” isn’t as effective as “Add to Cart” because the latter still allows the customer to back out of the deal, while the former creates a level of commitment. “Purchase Now” is a big no-no. It is an even less friendly way of telling the consumer to buy.
Ask or offer and you’ll be much more convincing. Some good examples are: add to cart, claim your free product or trial or get your eBook now.
Create Your Email Marketing Strategy
In general, an efficient email marketing strategy will go hand-in-hand with the copywriting style of a professional writer. This means that you know not only how to treat customers, but also how to build relationships with them.
Don’t be afraid to start your whole email sequence over and improve it with these tips – you’re guaranteed to see positive results. Have you had some great successes landing a client using your email marketing copy? Feel free to share your tips in the comments below.